How to Turn Strangers into Leads with Marketing Qualified Leads
If you’re in the business of marketing, you know that leads are the lifeblood of your business. But where do you find these elusive leads? You can reach out to strangers and try to sell them something right off the bat, but odds are they aren’t going to be interested just yet, and you could end up looking desperate or unprofessional. Instead, focus on getting them to take a small step towards doing business with you instead of trying to make an immediate sale—that way, they’ll be more likely to buy from you later on down the line!
Defining marketing qualified leads
Marketing qualified leads are prospects who have exhibited some level of interest in your business. It’s much easier to sell products and services to someone who has already shown a desire for what you’re offering rather than trying to convince someone unfamiliar that they need what you’re selling. One way you can use marketing qualified leads is by installing a conversion pop-up when your website visitors are on the Contact Us page.
Sources of MQLs
Though there are many sources of marketing qualified leads, the best ones come from one’s own customer base. For example, a supplier of hot tubs might cultivate new leads by sending out surveys to their past customers about the benefits of a hot tub and then offering a discount for responding
When you should use MQLs
Marketing qualified leads are important because they help save your company time and money. If you do not have the marketing qualifications to go after them, there are many ways you can use MQLs. For example, a company may spend $300,000 in advertising for their product, which is great. But only 10% of that money would be spent on marketing qualified leads and the other 90% would be spent on unqualified leads.
Benefits of using MQLs
- You can pinpoint specific individuals and make your marketing more targeted.
- Marketers can tailor the content they provide to each individual as a result.
- MQLs give marketers insight into who their potential customers are, which helps them create strategies and content that will convert prospects.
- Personalized messages allow you to connect on a more personal level with your potential customers in order to convert them into buyers.
5 Case Studies where MQLs worked
When GORP started selling their cereal, they were working in an office at a gymnasium. After realizing that the most common complaint on Yelp was that people wanted more gluten-free options for breakfast, they soon became the first major cereal company to offer a gluten-free option. The market was too small and infrequent for the food industry at large to focus on, but it represented a huge opportunity for GORP.
4 Ways to create high-quality MQLs
Marketing qualified leads are your best source of sales, but it’s not as easy as just blasting a bunch of ads out there. Making an MQL has a process and mindset. There is no magic bullet or even one perfect solution that will work for everyone. A lot of this is going to be based on what you’re trying to sell and who you’re selling it to. However, here are four things that have been shown time and time again in studies (specifically those conducted by marketing guru Seth Godin) that can help people create more high-quality MQLs:
Don’t sell the benefits; sell the problems: People buy things when they need them.